ABOUT

Häagen-Dazs

The Brief:.
Haagen Dazs approached Love Creative Marketing to reposition their premium brand as fashionable and stylish to appeal to a new market of aspirational and style conscious females. Love Creative Marketing have been working with Häagen-Dazs since 2011 to strategise and implement an integrated experiential campaign, as part of their overarching ‘Its Girls Time’ strategy focussing on their mini cups variant.

The Solution
‘Perfect Taste’ was created to build brand equity, and communicate its trendy mini cups to its fashionable target audience.

The Häagen-Dazs frozen ice-cream mini cup campaign was to focus on an engaging product trial execution targeting fashionistas, complimented by a digital strategy to leverage content generated from the Live Brand Experience, and to integrate this with the OOH and PR stunt that surrounded it.

The Method
The Häagen-Dazs Live Brand Experience, was devised as a year long programme, and took place at various famous stylish events nationwide such as the popular Vintage festival, London Fashion Week , Clothes Show Live, and The Alternative Fashion Week .

To position Häagen-Dazs as a fashionable brand, and to appeal to their target audience of ABC1 style conscious females, striking Brand Ambassadors were placed along high footfall areas, with eye catching vintage inspired uniforms, oversized product replica chillers and designer bunting.

Passing ladies who spotted the attractive Brand Ambassadors wearing the unique ‘fascinator’ accessories (inspired by Häagen-Dazs Vanilla), had the chance to grab themselves a delicious vanilla minicup sample and have their picture taken with a ‘Diana’

Lomography camera for a Polaroid print out to show off their own style.

The photos were uploaded onto a customized Häagen-Dazs Facebook app designed and developed by Love Creative Marketing, where consumers could enter a competition to stand a chance to win exclusive VIP fashion prizes. The online voting app was created to enable participants’ friends and family to vote for the most stylish photo, in order to further maximise exposure and reach.

In addition to the live brand experience, a pop up Häagen-Dazs boudoir was launched to give away free ice-cream, cocktails, makeovers, with DJs and even celebrity appearances from Cat Deeley, Grace Woodward and Matthew Williamson all hosting VIP nights.

The fabulous strategy generated excellent, eye catching content which created amplification across social media and PR channels, as well as making a great start to repositioning Häagen-Dazs as a fashionable, aspirational brand.
Results:

Live Brand Experience only
905,000 OTS (Opportunity to see)
71,604 Samples distributed
1,398 Photos taken and data captured
80% of consumers opted in to receive further communication
175 photos were uploaded for the competition
84 Facebook stories published
5,645 Facebook story impressions
864 Facebook Story clicks
967 Facebook votes
36,000 Facebook likes (enhanced considerably from the perfect taste app